Brand Tone

Nostalgic, Elegant, and Story-driven.

Brand Values

• •Individuality and Uniqueness
• •Timelessness and Quality
• •Sustainability and Circularity
• •Curation and Trust

Best Practices

• •Lead with the Story: Always frame the product within a narrative. Instead of just listing features ("blue silk dress"), ask a question or make a statement that evokes its past ("Where has this silk dress danced before?"). This reinforces the nostalgic and story-driven tone.
• •Use Elegant and Evocative Language: Employ a sophisticated vocabulary. Use words like "curated," "timeless," "silhouette," "artisan," and "heirloom." Avoid slang or overly casual terms to maintain the brand's elegant perception.
• •Emphasize Uniqueness: Consistently use phrases like "one-of-a-kind," "for a unique wardrobe," or "a singular piece." This speaks directly to the core value of individuality and makes the customer feel they are buying something special.
• •Keep it Clean and Minimalist: Just as the visual branding is uncluttered, the copy should be concise and purposeful. Use short paragraphs, clear sentences, and ample white space. This ensures the text is as elegant and easy to navigate as the designs themselves.
• •Connect Past to Present: Always bridge the gap between the item's history and the customer's future. Use phrases like "Ready for its next chapter," "Continue its story," or "Timeless then, perfect for now" to make the vintage aspect relevant and aspirational for the modern consumer.

Social Perception

Perceived as a high-end, curated boutique, appealing to a niche audience who values vintage fashion, sustainability, and unique style. It's seen as a selection of 'gems' rather than a thrift store, fostering positive and appreciative interactions within a more intimate customer base.

Copy Examples

• •Power shoulders and timeless tailoring. This 80s wool blazer wasn’t just made for the boardroom; it was made for history. Ready for its next chapter. Are you?
• •More than an accessory, this pure silk scarf is a whisper of French elegance. Its story began in the 1970s, wrapped in Parisian chic. Now, it’s waiting to tell yours. A timeless piece for a unique wardrobe.
• •Clothes with a past. A future with you. Discover our curated collection of vintage gems and find the piece that feels like it was always meant to be yours.
• •Yesterday is calling… New vintage arrivals inside.
• •Hier Encore was born from a love for stories. We believe that the most beautiful clothes are not the newest, but the ones that carry a history. Each piece in our collection is hand-selected, not just for its style, but for the life it has lived and the elegance it will bring to yours.